19, Social Entrepreneur, Founder/CEO Thred Media- 3xTEDxTalks, 7xModel United Nations, Google Gen Z-Council, Oracle for Startups, Microsoft Surface Influencer, Forbes 30 Under 30, Media Week 30 Under 30, PPA 30 Under 30
Gregg is spot on! Gen Z hasn't 'broken' the marketing funnel; instead, they have transformed it into a dynamic, non-linear journey?? Brands must now concentrate on authenticity, community engagement, and multi-channel experiences to connect with Gen Z.
Chief Engagement Officer at Youthvine Agency | Strategist + Brand Builder | Gen Z + Alpha Specialist | Author, The Gen Z Frequency | Keynote Speaker | Youth Marketer to Follow, Inc. Magazine
Did Gen Z “kill” the marketing funnel? Nah, But everything digital and social blew it into shattered tributaries If you’ve seen the headlines, you’d think Gen Z took a sledgehammer to the traditional marketing funnel and left brands scrambling in the wreckage. But let’s be real—it wasn’t a generation that shattered it. Social platforms, gaming culture, and the technical evolution of how we interact with content and commerce are what changed the game. Funnels still exist—just not the neat little step-by-step path marketers got cozy with. Instead of Awareness → Interest → Desire → Action, we’ve got something way less linear: a chaotic, ever-looping system of inspiration, exploration, social proof, and community-driven influence. Brands that cling to the old way? They’ll miss the nuances that actually drive action today. So What’s Changed? ?? More Entry Points, More Paths – Gen Z doesn’t “discover” brands the same way millennials did. TikTok search, Discord convos, influencer whispers, and micro-meme moments all serve as launchpads. Your brand could enter their world through a niche subreddit or a trending sound. ?? Culture > Campaigns – Marketing to younger consumers isn’t about slapping a retro aesthetic on an ad. It’s about understanding subcultural vibes—what entertains, what earns trust, what actually feels like it belongs in their world. ?? Community IS the Funnel – Gen Z loyalty isn’t a one-and-done transaction. They stay for the brand universe, the shared identity, the participation. Look at brands like Madhappy, Djerf Avenue, or even gaming ecosystems like Fortnite—engagement is the currency, and social validation is the glue. The Takeaway You don’t need to chase trends; you need to understand ecosystems. Know where your audience lives, what type of content belongs there, and how to show up in a way that doesn’t feel forced. The brands winning today? They aren’t just selling—they’re building cultural relevance, subcultural fluency, and experiences that people actually want to be part of. Want to see an example of a brand that gets' it? Look no further than Skullcandy Inc. A brand that once had it and started to slip and then regained it's front runner market positioning once again with young people ?? _ Youthvine | The Inside Track to Youth Culture We’re not just watching youth culture—we’re inside it. Youthvine connects brands with young people through trusted, community-driven marketing that moves at the speed of culture. We don’t chase trends; we co-create them with our global network of Youthviners—the creators, community builders, and culture shapers who make real impact happen. From strategic advisory to creator-led campaigns, we help brands speak youth authentically—on the right platforms, with the right voices, in the right moments. ?? Deep cultural insights ?? High-trust creator networks ?? Experiential & social-first activations Let’s build what lasts. #TheYouthvineWay #YouthMarketing #CultureNotCampaigns
